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Attract More Customers Using the 4C's of Marketing

One of the best ways to attract and acquire new customers is to understand who they are, what they want, and how your business can provide it.

In this presentation you'll learn how to master the 4C's of Marketing:
• Communication
• Convenience
• Cost
• Consumer
and learn how you can tailor them to suit your business.

Interested in watching a replay of this webinar? Click the link to view it on Youtube: https://www.youtube.com/watch?v=MzzfpBPAsqg

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Attract More Customers Using the 4C's of Marketing

  1. 1. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Attract More Customers Using the 4C’s in Your Business Presented by: Kimber S. Powers Marketing Training Specialist @ VerticalResponse, A Deluxe Company
  2. 2. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Here’s what we’ll cover •Common SMB acquisition/retention tactics •Value of marketing models •What are the 4 C’s •Difference between 4 C’s/4 P’s • 4 C’s examples in business
  3. 3. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Deluxe & VerticalResponse The Perfect Match  VR acquired by Deluxe Corporation in July 2013, joined their Small Business Services Division  Marketing professionals based in San Francisco and Shoreview, MN offices  2016 (and Beyond!) Webinars will target small business owners and nonprofits  Popular topics include websites, logos & branding, social media and more- Now including more experts!
  4. 4. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Common SMB Acquisition and Retention Tactics • Email marketing campaigns • Website (Lead Capture)/Blogs (SEO) • Social media • Direct mail • Pay Per Click campaigns (PPC) • Promotions • Word of mouth marketing/referrals
  5. 5. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Why Marketing Models are useful to SMBs • Define your current market and its needs • Re-evaluate your methods • Explore different aspects of business & marketing planning • Opportunity to discover new potential customer bases
  6. 6. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. 4 C’s of Marketing Model
  7. 7. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Before the 4 C’s…. Meet The 4 P’s
  8. 8. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. What’s the difference? • Four Ps – Older Model • Products replaced by • Prices replaced by • Place replaced by • Promotion replaced by • Four Cs – Newer Model Consumers Costs  Convenience Communication
  9. 9. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Stacking Your Deck
  10. 10. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. 4 C’s one by one - Consumer  Sometimes called ‘Consumer Value’  Focuses on consumer’s needs and wants  Often features customization elements  Benefits take prominence over features
  11. 11. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Big Business Example
  12. 12. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. SMB Example
  13. 13. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. 4 C’s one by one - Costs  Addresses consumer dilemma of limited funds and unlimited wants Satisfies their willingness to pay X amount against the market  Considers additional related costs the consumer will incur  Opportunity to provide more for same cost (added value!)
  14. 14. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Big Business Example - Brita
  15. 15. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. SMB Example - Bobble
  16. 16. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. 4 C’s one by one - Convenience  Considers when, where and how customers want to make purchases Emphasizes accessibility and ease – Be their first choice!  Explores new ways to connect with customers and distribute products/services Optimizes the complete customer experience
  17. 17. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Big Business Example – Safeway.com
  18. 18. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. SMB Example – Instacart
  19. 19. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. 4 C’s one by one - Communication Focuses on connecting through emotion Allows you to listen to what the market wants Encourages brand interaction and advocacy Two-way communication is key! Opportunity to build and develop relationships
  20. 20. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Big Business Example – Budweiser (#Bestbuds)
  21. 21. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. SMB Example – Harpoon’s Craft Brewery (#TheLongThaw)
  22. 22. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Summary  Marketing tools add value to your overall business strategy  4 C’s model is about the customer  Consider how you can incorporate each element individually  Inspiration comes from all spectrums of business
  23. 23. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Resources Business Bee - http://www.businessbee.com/resources/marketing/4cs- marketing-model-good-business/ Get Busy media - http://www.getbusymedia.com/the-4-ps- and-4-cs-of-the-marketing-mix/ Mind Tools – Marketing Strategy Ideas http://www.mindtools.com/pages/main/newMN_STR.htm
  24. 24. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Upcoming Webinars •Jan 26 – Subject Line Savvy •Jan 28 – Social Media Marketing for Your Small Business •Feb 3 – Creating a Successful Email •Feb 11 – Define Your WOW! Factor – Creating an Unforgettable Brand

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